CREATING CUSTOMERS WHO CREATE CUSTOMERS

Today, the only messages people see and hear are the ones they choose to see and hear. The most influential messages are from friends and online strangers.1

THE WORLD HAS ENTERED THE POST-ADVERTISING AGE.

1Nielsen Global Online Consumer Survey, 2009, “Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most” http://bit.ly/9rSpU0

A TRADITIONAL CUSTOMER JOURNEY

… 2%, 10% conversion?

Interruptive mass media…

ConsiderationRadio

Display Ad

TV

Promotions

PR

Outdoor

POSDM

Phoner Conversion

Collateral

A NON-TRADITIONAL CUSTOMER JOURNEY

Banner AD

Community

Purchase

NewspaperAD

Magazine AD

TV & Event programmin

g

POSMagazine Editorial

MiniDocumentary

Blog Post

Book

SearchTwitter

Facebook Fan Page

Brand Web Site

Delicious

Online News

FlickrPhotos

YouTube

MobileCoupon

MobileVideo

… 98% engagement.

Content and experiences create brand conversations

Custom publishing

THE PRIMARY OBJECTIVE OF A BUSINESS ( & SO, ADVERTISING)

19th Century: was to create markets20th Century: was to create a customer21st Century: is to create a customer who creates a customer

• lumpen masses

• the century of the self

• tribal communities

But paid media stops working when you stop pouring money into it. So it’s lifetime is finite and its main function now is to jumpstart earned media.

PAID MEDIA IS NOT GOING TO DISAPPEAR.

EARNED MEDIA IS FREE, INFINITE AND VIRAL.IT EMPOWERS YOUR CUSTOMERS TO CREATE MORE CUSTOMERS (AT NO COST TO YOU).

FROM CHANNEL LOYALTY TO TALENT LOYALTY

DISINTERMEDIATION AND THE RISE OF NEW INTERMEDIARIES

8

BRAND BRAND

CUSTOMERS CUSTOMERS(PAID) INTER-

MEDIARIES

(PAID )INTER-

MEDIARIES

(EARNED)NEW

INTER-MEDIARIES

Ad-AgeBroadcasting

Post-Ad AgeStorytelling

Fu

MAKE FANS FROM YOUR FANS

Funnel flipping metaphor from Seth Godin

THE FUTURE OF ADVERTISINGClose the content loop